Eatics - Reduce your food waste

Problem

It's hard to keep track of the food in your fridge. Moreover, each food has an expiration date. It is difficult to find recipes that contain only your ingredients. The problem is that there is no application to help people remember all these things and help them in the kitchen according to their needs.

Solution

A single application for all these problems

Our idea is a customized food assistant that propose you recipes based on the food you already have. It takes into account of the expire dates and minimize food waste

There's a lot more features ready to be discovered!

Food Tracking

Ingredients Planning

Recipes Analysis

CUSTOMER SEGMENTS

Our app will serve all the people who want to eat healthy and prepare meal themself without wasting the food already bought.

Target customers are people who like to cook but they don't have time to search new recipes and, also, they can't keep track all of food from their fridge.

COMPETITION

Some similar apps..

SHOW ALL Discover RECIPES SMART Fridge Reduce FOOD WASTE

MAIN ADVANTAGES

An all-in-one solution that implements the most important features of every important competitor: recipes generation, fridge and products synchronization, food waste reduction
Simple and intuitive UI to easily navigate between the main features of the app
Go to the next level with comprehensive voice assistant capable of recognizing thousands of products
Meet Chefy, your customized avatar that tracks the progress of your eating habits and recipes history to offer you better suggestions each time you enter the app
Use Drinker: matches the desired recipe with a compatible drink (e.g. match a dish with a specific type of wine)

KEY METRICS

User Commitment
Customer aquisition cost
Churn / Attrition
Life time value
Product metabolism
Viral coefficient
Revenue
Activation
Referral

COST STRUCTURE

After an initial analysis over the main cost structure involving the entire process of designing, developing and improving the eatics application, we decided to split the costs into two major categories, as follows:

Fixed
Advertising

1

Wages

1

Designs

1

R&D

1

Variable
Hosting

1

Cloud Services

1

Office

1

Benefits

1

REVENUE STREAMS

Consistent advertisements
Premium subscription plan (unlocks bonus features, removes advertisments)
Application downloads from google store or app store (in the future)

IDENTIFYING THE PROBLEM

Brainstorming

First of all, the entire team has gathered for a brainstorming session where each team member exposed a problem that they are facing on a daily basis. We decided that one of the most important aspects of our lives is represented by our eating habits, the way we manage, prepare and eat our food.

Main issues

People have less and less time dedicated to cooking
People keep buying products and forget about other ingredients that are already in the fridge
People tend to throw away a lot of food because they don’t manage the things they hold in the fridge properly
People who are not experienced with cooking (us included) don’t bother too much with preparing a healthy meal and instead, they order the food they want to eat

All these problems lead to an unhealthy lifestyle, which can harm us all in the long run To strengthen our observations, each team member discussed with their family and close friends regarding their eating habits and the quantity of the food and ingredients they wasted in the past couple of months. Their insights matched the issues we previously identified and made us go deeper into those problems and into finding a solution for them.

INITIAL SOLUTION

We thought that a web application capable of offering you recipes based on the products you already have in the fridge, taking into account the expire dates of each product in order to reduce food waste would be a great start in solving the main problems that we had found before.

Also, we came up with some interesting possible features of our application, which would transform our solution into an all-in-one smart kitchen assistant, capable of guiding us through the whole process, from the moment we decide what we need to buy to the moment when we cook our dishes in an efficient and easy way.

GENERAL PLAN

Initially

We analyzed our potential customer segments for a closer view regarding the previously mentioned issues and a better understanding of the solutions for each one of them.

Then

We identified the most efficient ways of reaching our customer segments in order to question them about their eating and cooking habits.

In the end

With the help of all the precious input gathered during this process, we drew relevant conclusions that would form a solid foundation for the next steps of the entire development process.

PROCESS DESCRIPTION IN DETAIL

Customer Segments

After the initial discussion in which we identified the main problems, we started from the premise that anyone who want to eat healthy and prepare their meals by themselves without wasting the food they already have could be a good candidate for using our application.

How we reached them

Face-to-face interviews with family members
Online interviews with close friends
Online form in Romanian (Google Form), shared on social media (Facebook and WhatsApp)

How we collected information

Automatically via Google Forms
Anonymous answers
From spreadsheets
Generated relevant charts

Results

Almost 85% of the participants said that they prefer home-cooked meals.

Most participants consider that they are at a medium to low level in terms of cooking.

We observe that only 15% cook daily while almost a third of the participants cook 2-3 times a week. About a quarter cook once a week and another quarter cook just once a month. A few procent don't cook at all.

Most of the participants prepare eazy or intermediate dishes and only ~11% try to cook elaborate food. A few procent don't cook at all (~6%).

We can see that more than half of the people we questioned are not sure about what they want to cook on a daily basis.

We observe that two thirds of the participants know exactly what to cook before they go shopping and approximately one third decide what to cook with the ingredients they bought.

More than 75% of the people that participated in this form are struggling in finding a recipe they want to cook, as it takes them more than five minutes to make a decision.

Most of the people like to cook traditional dishes but also try new ones.

Almost 35% of the participants never discuss new recipes with their friends or family and, on average, most rarely discuss.

Almost half of the participants throw away rotten food weekly, 20% throw away 2-3 times a week or more often while a quarter throw away food monthly.

It is observable that people usually know what ingredients they have. Some of them less often than the others.

Primary devices of participants are the laptop and the smartphone. Only a few of them have tablet or smart fridge.

We covered all age ranges, but the vast majority of the people that answered were between 18 and 45.

REFINING THE SOLUTION

After a series of general questions to see what is the main customer segment that we tend to reach into, a series of conclusions have been taken. Firstly, over 85% of the participants prefer home-cooked meals. This shows that most of them are opened to a new recipe that our app would propose to them. We also noticed that the majority of people often choose eazy and intermediate dishes, in accordance with their cooking skill (mostly amateurs or people who cook for themselves or for friends and family). So, we will focus on introducing a majority of accessible dishes in our app, but also some challenging ones for those who want to improve also

As a generality that is encouraging for our idea, we saw that people are not that afraid to cook as we though, especially that the age interval with the most participants was 18 to 25 (especially students who start their new alone life, far from their parents and realize the importance of being able to avoid famine). Half of them don’t know what to cook on a daily basis, and one of our main features is meant to resolve this issue. The users will discover a new recipe any time he wants to.

Although two thirds of them have an idea of what they want to cook before they go shopping, more than 75% of them are struggling to think on an average of more than 5 minutes to decide what they will cook with the remaining ingredients. This is also covered by our strategy of reducing the food waste and tracking the food that you still have and try to recommend a recipe that uses only those exact ingredients or with as few as possible in addition (some common ones like water or salt or flour).

One of the main aspects is that people in our segment seems to be that even if they like to cook traditional dishes they are also inclined to new discoveries, but it is shown that those come rarely from discussions with family and often from searches on the internet or video tutorials on cooking blogs or sites or channels.

From the point of view of throwing the expired ingredients, people don’t have an automatic way to track the expiration dates of products and even they usually know what they have in the fridge, they could be surprised with some expired products. We want to implement a feature that notifies you when some ingredients are going to expire and in which easy recipes you could include it immediately.

The most common devices for our participants are pc, laptops and smartphones, so we will try to make a cross-platform app that is accessible from all of these devices so you won’t be restricted to only one.

We gained additional motivation for moving forward with some of the features we thought in the beginning but we also received some new ideas from our interviewees. Some of the most relevant for us that could be even included in our product are:

a smart assistant that will guide the user through the main steps of cooking a recipe
display of a list of all macro-nutrients of the plate cooked
a personalized subset of recipes that are suggested for you to try, like the ones you already cooked and a rating system of them, and the list of what you need to buy on your first visit at the supermarket
link-up with all delivery apps when you want to get a recipe faster when you have an empty fridge and you can’t go to market

CUSTOMER VALIDATION

The previous questionnaire showed us that our solution is a viable option to the problems people are facing regarding their eating and cooking habits.

They also recommended us some of the features that we had already thought of implementing them within our application, confirming us once more that eatics could be a great solution for them.

Furthermore, we managed to identify the proper age range and habits of our potential customers and then we sent them another questionnaire that would validate our solution for our users.

Solution validation

As in the results of the other survey, most of the people have a laptop and a smartphone. Some of them use tablets and only a few percent have smart fridge.

Most participants used more than 5 applications in the last month.

Almost 40% of participants use apps for food and drink

Most people tend to use applications on multiple platforms several times a month.

Almost 70% of the participants have between 1 and 3 devices connected to their phone.

Most participants (almost 60%) don’t use the voice assistant on smart devices.

Most of the participants throw food at least once a week.

We observe that almost 25% of participants would not pay for a smart kitchen assistant, but almost 30% would pay up to 10 RON, and another 38% would pay even up to 50 RON

We can observe a significant decrease in the age of the participants.

Some of the questions from the customer validation form had short answer text, and we noticed the following:

Most participants do not use any tools to manage their products. They try to keep in mind or simply look them into the fridge.
When people doesn’t know what to cook, they often order from restaurants or search for a new idea on the internet.
Some participants are satisfied with their way of organizing the products, but most would like to cook more and throw less food.
Some of participants came with various suggestions and observations including:
- a keep-tracker for products like sugar and flour (products that are not kept in the fridge)
- an extension of application that can retain the number of calories for a healthy lifestyle

Conclusion:

After the interpretation of the collected data, the conclusion is that the proposed solution is reliable and has its potential users in the age range 18-40. The main features such as the recipe suggestion and food tracking have been validated by the plots above. The connection with a smart fridge is not a valid option because most of the people don't have one. The solution’s features can be sold as a subscription, subscribers receiving some additional features then free users.

WIREFRAMES AND LANDING PAGE

Landing page

The landing page can be found here.

We have 2 types of wireframes: one for desktop and one for the mobile version.

Desktop

Mobile

INTERVIEWS

Questions

We decided to perform five face-to-face interviews with some of our potential users. We tried to find different subjects (different ages, occupations and habits), for a broader view involving their lives, their needs and also their problems. The questions we asked were the following:

Who are you and what do you do for a living?
How much time do you spend in the kitchen?
Do you enjoy cooking?
When was the last time you cooked?
Have you ever found yourself in a situation where you had to throw food out of the fridge? Why?
What difficulties do you encounter when cooking?
What do you do when you don't know what to cook?
Did you ever need help while cooking?
When was the last time you used a cooking app? Describe your experience.

Teodor

Hi and thanks for accepting to talk to us!
Firstly, to know you better, who are you and what do you do for a living?

My name is Teodor Popescu, I'm from Bucharest and I work as a software engineer for Adobe.
I'm also pursuing a Master's degree in Artificial Intelligence at University of Bucharest.

How much time do you spend in the kitchen?

I'd say I cook for about 30 minutes per day on average. I always cook something for breakfast. That takes me 10-15 minutes. I sometimes also cook lunch or dinner. Not that often, though. I think it takes about 30-45 minutes to eat all the meals. That would mean I spend around 1 hour to 1 hour and 15 minutes in the kitchen.

Next, do you enjoy cooking?

Yes, I enjoy cooking. It's far more convenient to just order something and have it delivered at the door, but when I have the time I prefer to cook. I take pride in it.

When was the last time you cooked?

This morning I think. I didn't display some fancy cooking skills: I had fried eggs, bacon and sausages with some cheese and tomatoes.

Have you ever found yourself in a situation where you had to throw food out of the fridge? Why?

Unfortunately, this sometimes happens to me. The main items that I throw away are vegetables and fruits that go bad. I always seem to buy too much of them but end up not eating everything in a timely manner.

What difficulties do you encounter when cooking?

I think cleaning after myself is the biggest difficulty, to be completely honest

What do you do when you don't know what to cook?

I don't think this ever happened to me. I'm creative (and brave) enough to cook something with what I have in the fridge.

Did you ever need help while cooking?

Not really. I mean I enjoy the help of my girlfriend. Usually, the process is sped up thanks to her, but I won't describe that as "needing help".

And the last question, when was the last time you used a cooking app? Describe your experience.

I've never used a specialised app for cooking, as far as I remember. I do google recipes a lot and watch cooking videos on Youtube, but that's about it.

Thank you for your time! Your answers will help us!

You're welcome

Elvira

Hi and thanks for accepting to talk to us!
Firstly, to know you better, who are you and what do you do for a living?

Elvira, I work as an HR analyst

How much time do you spend in the kitchen?

Around half an hour, no more than an hour during work days since I don't have a lot of free time between work and university, a bit more during the weekend

Next, do you enjoy cooking?

It depends, I only like cooking with friends or my boyfriend, if I'm by myself I tend to avoid it.

When was the last time you cooked?

Last evening.

Have you ever found yourself in a situation where you had to throw food out of the fridge? Why?

Yes, usually when I buy more than I need and especially vegetables and fruit

What difficulties do you encounter when cooking?

I'm a beginner, I've only started cooking when I moved by myself a year ago and I never go out of my comfort zone. I'm afraid of ruining something and then having to throw everything away.

What do you do when you don't know what to cook?

I look up ideas on the internet or ask my friends but mostly if I don't know what to cook, I don't cook at all

Did you ever need help while cooking?

I always need help while cooking. I was never taught by my family so I had to learn everything online or with friends.

And the last question, when was the last time you used a cooking app? Describe your experience.

I have an app on my phone that seemed really nice in the beginning. You can find interesting articles on different aspects of cooking, anyone can add a receipe but it's very convoluted and not user friendly. They tried adding too many things and it became hard to use so now it's just one of those apps that I have on my phone and never open.

Thank you for your time! Your answers will help us!

You're welcome

Dan

Hi and thanks for accepting to talk to us!
Firstly, to know you better, who are you and what do you do for a living?

I am Dan, I am 29 and I work as a financial consultant in transactions within the advisory practice at PwC Romania.

How much time do you spend in the kitchen?

3 hours a day during the week. 1 or 2 hours cooking. A bit more during the weekend

Next, do you enjoy cooking?

Very much. It helps me relax after a long day.

When was the last time you cooked?

Yesterday. I cook daily.

Have you ever found yourself in a situation where you had to throw food out of the fridge? Why?

Rarely. I developed a healthy buying and using habit throughout the years.

What difficulties do you encounter when cooking?

Usually the difficulties are time wise due to lack of time.

What do you do when you don't know what to cook?

I plan ahead so i don't end up in that situation. I have some healthy back up.

Did you ever need help while cooking?

Yes. When i cook with friends or girlfriend i don't mind sharing the workload.

And the last question, when was the last time you used a cooking app? Describe your experience.

I don't use cooking apps, but I do research online.

Thank you for your time! Your answers will help us!

You're welcome

Andreea

Hi and thanks for accepting to talk to us!
Firstly, to know you better, who are you and what do you do for a living?

Hello, I am a young mother and I work as a developer.

How much time do you spend in the kitchen?

About 1 hour per day.

Next, do you enjoy cooking?

Yes, because it is one of my passions.

When was the last time you cooked?

Today, I cooked for my son.

Have you ever found yourself in a situation where you had to throw food out of the fridge? Why?

Yes, because sometimes I buy more food than I need.

What difficulties do you encounter when cooking?

Time, I don’t have enough.

What do you do when you don't know what to cook?

I ask my husband what he wants to eat.

Did you ever need help while cooking?

Yes, some dishes are difficult and need additional support.

And the last question, when was the last time you used a cooking app? Describe your experience.

I don’t use cooking apps, but sometimes I like to watch YouTube videos

Thank you for your time! Your answers will help us!

You're welcome

Bianca

Hi and thanks for accepting to talk to us!
Firstly, to know you better, who are you and what do you do for a living?

My name is Bianca. I am a student, and in my free time I offer meditations on chemistry.

How much time do you spend in the kitchen?

2 or 3 hours per week.

Next, do you enjoy cooking?

I like to cook. The activity frees my mind from all bad thoughts, helps me relax and at the same time stay active without laziness.

When was the last time you cooked?

I cooked yesterday.

Have you ever found yourself in a situation where you had to throw food out of the fridge? Why?

There were cases when I had to throw food out of the fridge because I either forgot about it and it broke down, or I didn't like it that much.

What difficulties do you encounter when cooking?

When trying new foods, spices are a big difficulty.

What do you do when you don't know what to cook?

I look on the internet and on different groups on social networking sites for inspiration

Did you ever need help while cooking?

At first, yes, I needed to because I didn't know how to cook

And the last question, when was the last time you used a cooking app? Describe your experience.

Some months ago.The last application was "what we cook". the ingredients were well weighed and the steps were accurate and properly explained

Thank you for your time! Your answers will help us!

You're welcome

USER PERSONAS

USER STORIES

What George wants:

To be notified when his food expires and to stop throwing those products, in this way he will also save some money.
To spend as little time as possible when adding products into the application.
To have multiple options other than adding manually the products. (Voice or bar scan).

What Andreea wants:

To become a better cook using new exciting recipes with a difficulty that she can select.
To have personalized recipes based on the owned ingredients and products from her fridge, because she can’t go shopping everyday.
To cook healthy food for her family.
To make delicious cakes and sweets for her daughter. This is why she wants to select the recipes type for the received recommendations from the application.

What Cristi wants:

To improve his cooking skills, trying difficult recipes.
To track calories and macronutrients for recipes.
To have personalized recipes based on ingredients he already has.
To receive recipe suggestions depending on the time he has available.

USER FLOW AND USER CASE

User flow (click to see in a separate page):

User case (click to see in a separate page):

First section for landing page

Preparing the landing page

Before officially launching the landing page, we made a series of changes that will be described below:

We updated the subscribe section, as in the previous milestone this wasn't collecting any e-mail addresses.
We realized that the call-to-action "Register" button alongside the “Download” button. The visitors of our page had to scroll to the bottom of the page in order to Register with name and e-mail, so we decided to add this button to the first section too. Also, when you start scrolling in the landing page a bell will notify you constantly not to forget to subscribe at the end.
To make it clearer for the users, we made the landing page more friendly and pleasant.
We added Hotjar and Google Analytics.
We also added a Feedback option to the landing page, with reactions and responses collected in Hotjar.

The following images show the main changes of the landing page marked in colored squares:

Promoting the landing page

To bring people to our landing page we used several approaches. We just mention them, as we will do a more detailed analysis of each method below.

We created a Facebook page and invited our friends to like it. You can find our page here (link catre pagina de facebook).
We posted about our page on different Facebook groups and our Facebook profiles.
We posted about our page on our LinkedIn profiles.
We posted about our page on different Whatsapp groups.

Promoting the landing page on Facebook

Beside the Facebook Page that was mentioned earlier, we shared the landing page on our profiles and in different groups.

We also used the paid promotion option for the 2 posts (Romanian and English) for the target audience aged 18-40. The promotion was made in Europe, America and India for the posting in English, and for the one in Romanian the promotion was made in Romania.

Promoting the landing page on LinkedIn

Because at milestone 2 we chose to distribute the forms only on facebook and whatsapp, this time we decided to have a wider range of platforms, so we distributed the landing page on our LinkedIn profiles as wel

Promoting the landing page on Whatsapp

We also used Whatsapp for promotion. We distributed the landing page on different groups, both faculty groups and groups with friends and family.

Second section for M5

Google Analytics

Link Google Analytics

Most of the users who accessed the site came from Romania and the second largest group came from India. Those numbers resulted from our promotion campaign in Romania and India, the only country from Asia in which we promoted our website.

Most participants used more than 5 applications in the last month.Google Analytics shows that on average, users spent 19 seconds on the website. Users tend to spend less time on our landing page since we added the register now pop-up.

25 users returned on our landing page to check for new information, most of them live in Romania

Hotjar

Recording from Hotjar

As we can see from the hotjar collected data, all the users scrolled down to the subscribe panel, regardless of subscribing to our newsletter.

As we expected, most of the clicks were made in the header of the webpage and to the final section, where the subscribe section is located.

SIZE OF THE TARGET MARKET

Our main target audience regarding our solution consists of people that are willing to improve their way they manage everything in the kitchen and their age is between 18 and 40 years (as our previous questionnaires suggested).

In Romania there are approximately 6 million people aged in the previously mentioned age range. As our previous forms showed us, 91,5% of the people we questioned had a desktop system, a laptop or a smartphone and all of them used at least a mobile app during last month. As we decided that the people that answered our last questionnaire also represent our possible main audience, we can say that 91,5% of the 6 million people we identified above could be our target audience, so 5.490.000 or potential Romanian customers.

Our application will come in both Romanian and English versions, so we plan on competing on both Romanian and global markets.

We may be able to expand our market to the businesses sector, in particular to shops and supermarkets, if we can integrate a product suggestion feature that can lead our customers to buy those products from those particular shops.

Competitors

After doing a comprehensive research regarding similar solutions, we found 8 competitors with no clear monopoly over the market segment, as presented below:

Food Planner is a multiplatform app that allows customers to quickly plan the daily meals using a selection of recipes downloaded from all of their favorite cooking blogs and recipe sites. Users can edit grocery lists and recipes, modify meals plans, check inventory and watch everything instantly sync across all their devices and even the web in near real time.

My Kitchen is a mobile app that allows users to know what's inside their fridge, freezer or pantry at a glance. The app has a expiry tracking system in order to reduce food waste and cool functionalities as barcode scanning and share a kitchen with family/friends.

Fridge Food is a mobile app that can find cooking ideas with user ingredients or food, having a lot of dishes described in detail and nutrition information. Also, this app allows users to filter for ingredients or calories and to save favorite recipes.

Yummly is a smart cooking app that offers 2 million + recipes, recommendations based on user taste and nutrition preferences with step by step guidance. The app also offers personalized diets & allergies and the possibility to add food that you needed for recipes to the grocery shopping list.

Chefling is a smart kitchen assistant that allow searching by ingredients, diet adjustment and party management. This app also have meal planner, recipe keeper and grocery list functions.

Tasty: over 3000 recipes with Step-by-step instruction mode. Users can search using ingredients as filters. Recipes features videos. The app recommends a meal based on the time of the day, day of the week and major holidays.

Kitchen Stories: A mobile app that focuses on thousands of free recipes with good quality instructional videos and articles about cooking and baking. Users can publish their recipes with a global community of home cooks.

Green Fridge: A mobile that allows users to enter their product manually into a database. The app notify the user when the food is about to expire. It features a shopping list and when the user buys the product he can easily just swipe the product from the list to his fridge database.

These are the most important competitors, but, as you can see in the table below, the only application that allows both food tracking and recipe searching is food planner. However, none of the competing applications allow the voice assistant and we consider this to be a significant advantage.

	Food planner	My kitchen	Fridge food	Yummly	Chefling	Tasty	Kitchen stories	GreenFridge	Eatics
Track food	YES	YES	NO	NO	NO	NO	NO	YES	YES
Search recipes	YES	NO	YES	YES	YES	YES	YES	NO	YES
Filter recipes	YES	NO	YES	YES	YES	YES	NO	YES	YES
Grocey list	YES	YES	NO	YES	YES	NO	NO	YES	YES
Grocey list	NO	NO	NO	NO	NO	NO	NO	NO	YES

POTENTIAL MARKET SHARE

The process of choosing the right category to feature our solution was a very important step in the lifecycle of Eatics, because each category has its own specifics and strategies. So, our application falls into “Food and Drink” category in all ecosystems, in both App Store and Google Play and also among Web applications.

So far, in 2020, on App Store, the Food and Drink category represents almost 3.5% of the total applications, while the same category represents almost 4% of the total market on the Google Play. It might not seem much, but Food and Drink category is in the top 10 app categories in both app stores, among almost 40 categories in total, with a promising future.

In order to provide a relevant initial market share and market share predictions for the first 5 years after our application is launched, we decided to gwenerate a relevant market share for each major competitor by analyzing the approximate number of downloads each application has on Google Play. These statistics are not available for IOS and Web users, so we decided to focus on the Android market.

Also, after making an educated guess based on other minor competitors and competitors from other platforms, we decided to add at least 2 million users who are using other applications besides the ones that we considered the most relevant for us. So, regarding out main competitors, their present market share is as follows:

Initial market share
Solution	Estimated users	Market share
Food planner	1.000.000+	5,23%
My kitchen	10.000+	0,05%
Fridge food	10.000+	0,05%
Yummly	5.000.000+	26,15%
Chefling	100.000+	0,52%
Tasty	10.000.000+	52,30%
Kitchen stories	1.000.000+	5,23%
GreenFridge	1000+	0,01%
Other	2.000.000+	10,46%
Total:	19.121.000+	100,00%

In order to be able to provide a well-founded prediction regarding the market share of our application, it was necessary to define a set of objectives for the next 5 years. So, we predicted that all our competitors will face an exponential decrease of 4% each year in terms of active users. We want those users to migrate to our solution, our main advantages being the ease of use and the fact that we designed an all-in-one solution, a more comprehensive application compared to competition.

So, the predicted market share for the first 5 years after Eatics is launched is as follows:

Year 1
Solution	Market share
Food planner	5,02%
My kitchen	0,05%
Fridge food	0,05%
Yummly	25,10%
Chefling	0,50%
Tasty	50,21%
Kitchen stories	5,02%
GreenFridge	0,01%
Eatics	4,00%
Other	10,04%
Total:	100,00%

Year 2
Solution	Market share
Food planner	4,82%
My kitchen	0,05%
Fridge food	0,05%
Yummly	24,10%
Chefling	0,48%
Tasty	48,20%
Kitchen stories	4,82%
GreenFridge	0,00%
Eatics	7,84%
Other	9,64%
Total:	100,00%

Year 3
Solution	Market share
Food planner	4,63%
My kitchen	0,05%
Fridge food	0,05%
Yummly	23,14%
Chefling	0,46%
Tasty	46,27%
Kitchen stories	4,63%
GreenFridge	0,00%
Eatics	11,53%
Other	9,25%
Total:	100,00%

Year 4
Solution	Market share
Food planner	4,44%
My kitchen	0,04%
Fridge food	0,04%
Yummly	22,21%
Chefling	0,44%
Tasty	44,42%
Kitchen stories	4,44%
GreenFridge	0,00%
Eatics	15,07%
Other	8,88%
Total:	100,00%

Year 5
Solution	Market share
Food planner	4,26%
My kitchen	0,04%
Fridge food	0,04%
Yummly	21,32%
Chefling	0,43%
Tasty	42,64%
Kitchen stories	4,26%
GreenFridge	0,00%
Eatics	18,46%
Other	8,53%
Total:	100,00%

As you can see above, after 5 years, we have set the objective of being in the top 3 applications responsible of making life in the kitchen easier and healthier, vith a market share of almost 20%. If the trend is maintained, Eatics would be the second in the same top, which would be both a bold target and a huge achievement for us.

MARKET VALUE IN THE FIRST FIVE YEARS

The applications that have as main categories recipes and food planning and management have had in the last year a combined market value of $12 million with an increase of 8% on average in the last 3 years. We will continue on such a trend for the next 5 years, respecting the proportions of the shares acquired during this period.

Although we want the application to be targeted for 18-40 years in the first part only in Romania, the application wants to reach global notoriety in the coming years and then we will calculate the proportion of the value of shares from the total amount. Assuming an annual growth as mentioned above, this is the evolution over the first 5 years of our market value:

Market value in the first 5 years
Year	Market share	Market value
1	4,00%	$0.48 mil
2	7,84%	$0.97 mil
3	11,53%	$1,61 mil
4	15,07%	$2,27 mil
5	18,46%	$3,01 mil

Total market value for 5 years = $8,34 million

Total market average value for 5 years = $1,668 million

MVP

We made the first version of our application, based on the main conclusions we drew at the previous milestones. What we have done so far:

We created a web page where the application can be accessed in this environment.
The application initially allows you to create an account and then log in with it.
To use more features of the application, it initially opens in an avatar creation page where there are some customizable appearance options.
The registration of the location of your house has also been implemented.
A page where you can find more information about us where news will appear in the future.
Also a logout page and a FAQ page were included.

The dashboard section has three main features:

My fridge allows you to check the ingredients in your fridge, to add new ingredients with their expiration dates from a calendar, to search recipes with the selected ingredients and read about one recipe. In addition to that, depending on the color of the ingredient pane is green, orange or yellow you know how many days your ingredients have left to expire representing more than 7 days, 3-7 days and less than 3 days respectively.
In the Ingredients section you can find a map with the closest shops to you, marked, where you can buy specifically ingredients; possibly the missing ones for your desired recipe.
Reports section shows some graphs and plots to check the balance for some of your savings, preferred types of food or even to track your consumed calories.

What we will do in the future:

We want to add the option to upload a picture of yourself in the avatar section.
In the Dashboard pane we already introduced the notion of Achievements and in the future there will be a page where you can track your achievements like some new recipe discovered, a new amount of money saved or about your food social interaction.
We want to offer the option of introducing vocally the expiration date of ingredients
Another important step is to create a vocal assistant that will guide you through the steps of the cooking process when you access the Cook this recipe button when you select a recipe
In the FAQ page we thought to introduce a social interaction through our users. There you can ask questions about a recipe or a feature to post a picture of what you cooked. You will receive “YUM”s representing likes with the icon of a fork as you wanted to try the food and comments.
Depending on the demand and evolution of the application, more features can appear making the application even more complex and desirable

APP FEATURES

This is the register page.

And this is the log page.

Here you can personalize your avatar.

Then, you must introduce your location.

This is the home page.

Here are your ingredients from your fridge.

You can add an ingredient introducing a name and an expiration date.

You can make a selection of your ingredients and find recipes with them. You will also see missing ingredients.

If you want cook something and you are missing some ingredients, you can find the nearest shops to you where you can buy them.

You can see some reports about your preferences, your money and calories that you consumed.

Here you can modify your profile.

Here is something about us.

MOBILE VERSION

USER FEEDBACK

Due to the lack of time, we called for help for this milestone to our friends and family. We showed them our early prototype and let them use it while we watched them in order to verify whether they use the platform as it was envisioned by us or they face any difficulties. Now, we will present a part of the feedback we received from the potential clients of our platform. Their identity will remain anonymous due to privacy reasons. If it is necessary, we can provide their identity and data privately.

Keep going!

During the milestones, I was actively participating in the completion of the surveys and interviews and I made an opinion of how I would like the application to be, but I can say that I am pleasantly surprised to see that this prototype version exceeded my expectations. It's simplistic but not simple, intuitive and I can't wait to use it. I like that it also presents aspects that have not necessarily been exposed so far, which shows that, over time, the team has taken into account the feedback received from us. Aspects such as the possibility of viewing the nearest stores to purchase a specific ingredient is a new addition. I don't like that the voice assistant has not been introduced yet and the application still needs to be slightly improved, but for a first step it is more than ok.

Cool app!

The app seems very interesting and useful. I use to search recipes on Youtube when I don’t know what and how to cook, but it takes too much time for me to decide. With this app I can track my food and I can find recipes with ingredients from my fridge very easily. It seems very interesting that if you don’t have an ingredient from a recipe, the app suggests to me the nearest markets. I like it!

Good job!

It seems to be a good job. The app is useful, but it still needs to be worked on. For instance, I would like to introduce the expiration date through a voice assistant. I would also like to be able to cook while the voice assistant gives me indications. But, it looks promising. I like notifications about the food which is almost expired and I like the reports about the calories consumed.

Very useful!

I found this app very attractive and useful concernant the problem of wasting food. I was expecting the recipes to be more detailed. However, I am pleased because it offers a wide variety of recipes. I want to start to eat more healthy and I think this app will help me.